CANNES -- The Sci Fi channel in the United Kingdom is geared up for a major rebrand and reposition in the market, with some £2 million ($3.65 million) earmarked for the campaign. "We are trying to open up the definition of Sci Fi to include the paranormal and fantasy," Sci Fi U.K. president Dan Marks said in annoucning the moves Tuesday at MIPTV. "We were appealing more to men, but we are now trying to achieve a more 50-50 split (among) men and women." The rebranding involves an overall programming shift -- and an updating of the Web site and off-air marketing materials -- that began late last year with new shows Veritas (a Tomb Raider spinoff) and early this year with another new show, Tremors: The Series. These shows have given the channel its best ratings of the past five years.
- 3/31/2004
- The Hollywood Reporter - Movie News
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